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Self-customization of online service environments by users and its effect on their continuance intention

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Abstract

Service providers embed self-customization options into their web-based service systems to facilitate user-centered service creation and consumption. The aim of this study is to demonstrate that provision of such self-customization features offers customer lock-in effects. Specifically, the study explores how the act of self-customization enhances users’ self-efficacy beliefs and perceived fit of the resulting service environment with their wants and needs. An AMOS analysis based on survey data of 600 undergraduate students indicates that (1) self-customization enhances perceived fit and self-efficacy and (2) they in turn enhance users’ motivation and continuance intention.

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  1. SKcommunications, http://www.skcomms.co.kr/eng.

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Acknowledgments

This article was supported by Faculty Research Fund, Sungkyunkwan University, 2010.

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Authors and Affiliations

  1. Sungkyunkwan Business School, Sungkyunkwan University, 53 Myungryun-3ga, Jongro-Gu, Seoul, 110-745, Korea

    Youn Jung Kang & Won Jun Lee

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  1. Youn Jung Kang
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  2. Won Jun Lee
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Corresponding author

Correspondence to Won Jun Lee.

Appendix

Appendix

See Appendix Tables 7 and 8.

Table 7 Loading and cross-loading
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Table 8 Common method bias
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Kang, Y.J., Lee, W.J. Self-customization of online service environments by users and its effect on their continuance intention. Serv Bus 9, 321–342 (2015). https://doi.org/10.1007/s11628-014-0229-y

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